Your prospective print customers are everywhere. And yet they can be so hard to find. Quite a few of them are using your competitors, but some of those users would be better off buying print from you. To generate new leads and new revenue for your print business, consider two digital marketing strategies: geofencing and retargeting.
Geofencing: an effective tool for print marketing
Let’s first consider geofencing as a print marketing strategy. Geofencing is a digital marketing technique that creates virtual boundaries or “fences” around specific geographical areas. These boundaries can be as broad as an entire city or as precise as a specific physical address. By leveraging the location data of consumers’ mobile devices, your print business can target them within these designated areas and deliver tailored marketing messages or offers.
Geofencing lets you digitally target individuals who are more likely to become customers. For instance, suppose you set up a geofence around your competitors’ physical address and send exclusive promotional messages or introductory discounts to the people who visit that location. Retailers, restaurants, and consumer service providers use this tactic all the time. Why wouldn’t or shouldn’t you use it to send messages to your prospective print customers?
In addition, geofencing provides an opportunity to engage with customers in real time. You can integrate geofencing with social media advertising to target users who have entered specific locations. Perhaps you develop a strategy to send timely and relevant notifications to users’ smartphones when they enter or exit a specific geofenced area such as a convention center or a commercial office building at a specific time. This integrated approach helps create a cohesive and immersive customer experience, increasing the likelihood of conversions.
Retargeting can drive new print business
Another print marketing strategy to consider for lead generation is retargeting. Your prospective customers are busy, distracted, and bombarded with irrelevant content all day every day. You need to break through and reach them with value and relevance.
Retargeting advertising, also known as remarketing, is a technique that allows you to re-engage with users who have previously interacted with your website or digital content. By using cookies or pixels, these ads specifically target individuals who have shown an interest in a product or service.
Retargeting ads can deliver personalized content. When your user visits your website or takes a specific action, such as adding items to the shopping cart but not completing the purchase, retargeting ads can be displayed to them later, reminding them of their previous interest. This gentle nudge can significantly increase the chances of conversion by keeping your print brand at the top of their mind and encouraging them to return and complete the desired action.
Retargeting also offers the advantage of precise targeting options. You can create specific segments based on visitors’ behavior, allowing you to deliver tailored ads to different audience segments. For your web-to-print strategy, consider creating separate retargeting campaigns for users who abandoned their cart, users who viewed a specific product category, and those who signed up for a newsletter but haven’t made a purchase yet. This level of personalization helps to deliver highly targeted messages that resonate with the interests and needs of each segment, maximizing the chances of conversion.
Retargeting also lets you track and measure your campaign performance. Key metrics such as click-through rates, conversion rates, and return on ad spend can provide valuable insights into the effectiveness of your retargeting efforts. This data-driven approach allows for continuous optimization, ensuring that your ads are refined and optimized to generate the best possible results.
Summary
Critically, both geofencing and retargeting should always be implemented with respect to your users’ privacy and to data protection regulations. Obtaining consent from users and ensuring transparent data handling practices are essential to build trust and maintain your positive brand image. When used ethically and strategically, both strategies can unlock new opportunities for your print business to expand your customer base and drive sustainable growth.
By geographically targeting and then re-engaging users, you can deliver personalized content and reminders that boost conversions and drive a higher return on investment. When used strategically and in conjunction with other marketing tactics, geofencing and retargeting can significantly impact the success of your digital marketing campaign.
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Read David’s post from last month: https://printmediacentr.com/why-creating-a-search-optimized-print-website-feels-so-good/
Read more from David here.
David Murphy is the founder and CEO of Nvent Marketing, a marketing agency specializing in digital marketing for the print industry. David has 30+ years of experience in the graphics and document print production industry. He has served as a board member and advisor to print organizations and associations including Sustainable Green Printing Partnership (SGP), Print Industries of America (PIA), Association for Print Technologies (APTECH), and Electronic Document Scholarship Foundation (EDSF). David was also awarded the Idealliance Soderstrom Society Award for Print Industry Leadership. David can be reached at dm@nventmarketing.com.
